Australia is a multicultural nation that continues to expand its cultural diversity. In fact, when you look at the population clock, one migrant arrives in Australia every 59 seconds!
This growing part of our population indicates that now is a relevant time for brands and organisations to actively start connecting with these audiences. According to the Australian Bureau of Statistics (ABS) 2016 Census data, almost half of Australians are born overseas or have one or both parents who were born overseas.
So, our question to you is: ‘Have you considered Multicultural Marketing’?
AT LOTE, we work with brands and organisations to develop a multicultural communications strategy, as mainstream creative doesn’t always cut through to CALD audiences. This is important in opening up your marketing, so it resonates with a growing segment of the Australian population.
So, what Brands or Organisations would benefit from Multicultural Marketing?
In our experience, to understand the needs of a multicultural audience, you need to take it from the perspective of a new migrant who has just arrived in Australia. They require the necessary services and information to get themselves settled. This includes banking services, phone and internet, medical, car insurance etc…
If you provide these services and don’t communicate to multicultural audiences, then you are missing a major opportunity and a potential consumer market for your brand.
Developing an effective and customised multicultural communications strategy is not always straightforward. It requires more effort than simply translating mainstream creative and hoping it has the same response as a mainstream audience. This is where we at LOTE can help!
So, how will Multicultural Marketing benefit me?
If your brand or organisation wants an audience to have interest in you, then you need to speak in a language the audience understands and be fully aware of a cultural nuances, behaviours and perceptions. By doing this, your brand can make a real connection with the consumer without offending or over-generalising.
By taking the time to research the consumers from a cultural group and implementing communications that is culturally sensitive and relevant will make way for a more meaningful approach and increased exposure of your brand to a new market.